Just Do It. Table Rock Lake Chamber of Commerce: Chamber University - - PowerPoint PPT Presentation

Email Marketing 101: Just Do It.

Table Rock Lake Chamber of Commerce: Chamber University

Step 1 Email Database

Building Your Email Database

 A good email database is VALUABLE!  Think of your customer database like currency.  Build a database of quality… be less worried about quantity.

What we use for email marketing.

 You need to use an email marketing platform like Constant Contact, Mail Chimp, Active Campaign, etc.  Gmail, Yahoo, Outlook don’t count.  Many point of sale systems have options. Sign Up Now: https://conta.cc/2SF0H2O

Building Your Email Database

 Start with your customers.

 Do you have any lists now that can be utilized?  Business cards you pick up / contacts you meet when networking.

 First message will need to be an opt in. If they don’t opt in, you legally cannot send them emails.

Building Your Email Database

 Building a new list.

 Sign Up Tools  Add to your website, social media and instore  Ask at time of purchase

 Offer an incentive.

 Create a birthday club  Give something free or a great deal for signing up  Be exclusive  In Constant Contact, first create lists before using sign-up tools.

Building Your Email Database: Do it.

• Add to website
• Grab visitors right

away

• Add to website
• Embed on to a web

page

• Housed on

Constant Contact

• Social Media Ad
• Need advertising

budget

Constant Contact > Sign Up Forms > Create Sign Up Form

Spam & Bounces:

Why a quality database matters.

 Do not send more than one email to someone who has not

• pted in.

 Your account can be checked for how you acquired your addresses.

 Too many spam reports and your IP address or email address can be blacklisted.

 Check for email bounce-backs.

 Fix them or delete address.

Step 2

Create Email Campaign

Choose Your Template

Constant Contact > Campaigns > Create > Email > Select Template

Customizing A Template

Step 3

Sending Your Email

Schedule Your Email

 Think about the email’s purpose.  Is this business or personal?

 Test what works best for your customer.  Review industry best practices

Schedule Your Email

Step 4

Beyond Clicking Send

Take your email marketing to the NEXT LEVEL!

 Give your contacts the info THEY want.  Try Contact Segmentation.

What is Contact Segmentation?

• Segmentation is dividing your

contacts into groups based on information like their location, interests, or preferences on products

• r services.
• These more targeted lists can be

created based on anything that makes sense for your business.

Ways to Segment Your Contacts?

 By Contact Details - If you already have additional information on your contacts, such as their city

• r state, the easiest way to segment them is to use Advanced Search. For example, you can

search for contacts who live in Massachusetts, select them, and add them to their own list. Now you can send location-specific information to these contacts.  By Contact Behavior - In addition to contact details, you can also create segments based on a combination of other criteria, such as how they engage with your emails and what contact lists they're already on. For example, you can create a segment of your least engaged contacts in

• rder to send them a special offer to help entice them back.

 By Click Habits - You can also segment your contacts through your Constant Contact emails. Use click segmentation to have contacts automatically added to specific lists based on what links they click in your email. For example, if they click a link for a specific product, you can choose to send them additional product details later on or a heads up when that product is on sale. If you want to segment your contacts using this method, make sure to use a clear call-to-action to encourage contacts to click.  By Email List - Constant Contact sign-up forms allow your subscribers to choose the types of content they want to receive and which contact lists they want to be on. You can even have a different sign-up form on every page of your website to automatically add subscribers to contact lists specific to those pages. For example, if you have a page highlighting your menu, add a sign- up form where subscribers will be added to the list you send your weekly menu to. Meanwhile, if you have a page highlighting cooking classes you offer, have a separate sign-up form to add subscribers to the list that receives information about upcoming classes. This allows you to segment your contacts right from the start and sets you up for success down the line.

Ways to Segment Your Contacts?

You’ve Sent Great Emails…

But are they working?

Step 5

Review Your Data

Using Your Email Analytics

Constant Contact > Dashboard > Reporting

Using Your Email Analytics

 The top section shows an all email campaign overview.  To look at a single email, scroll down and select that email.

Using Your Email Analytics

Open Rate The number of email addresses that opened the message.

Using Your Email Analytics

Bounce Rate The email addresses that were undeliverable. Clean up this section frequently.

Using Your Email Analytics

Spam Reports Any recipient that not only doesn't want your emails, but finds them annoying or intrusive.

Too many spam reports could get your IP address or email address blacklisted. Constant Contact can suspend your account until you speak with them about your email lists.

Using Your Email Analytics

Unsubscribe List Email recipients that don’t want your emails any longer.

How to use your data.

 Who read your email?

 Within your email reports, click on the number of people who opened a particular email. This takes you to a list of email addresses of all the people that opened that email campaign, as well as the time that they opened it.  You can also see your open rate, your average open rate, and how you compare to others in your industry. These are key metrics to your campaign tracking.  The top section shows an all email campaign overview.  To look at a single email, scroll down and select that email.

Next steps: After looking at their email opens, River Rock Climbing knows which people are actively engaged. As a next step, they could tag these contacts and follow up with another email to provide a special, such as a class discount. By rewarding their most loyal members, they’re providing a good incentive for taking action.

How to use your data.

 What did your subscribers find interesting?

 Next, take a look at the “Clicked” tab. This will show you how many clicks your email received, your click-through rate for this email campaign, your average click-through rate, and how you compare to others in your industry.  This is a great indicator of what information is most interesting and relevant to your audience.

Next steps: Your email clicks can help guide the content you create. Notice what topics and types of content are getting the most attention from your audience and continue to send information that’s tailored to your audience’s

• interests. You can get an extremely targeted email list by following up with people who clicked on a specific link.

How to use your data.

 When’s the best time to send your email?

 As mentioned above, you can see when your email subscribers are

• pening your emails. Take a quick look and make sure your sending

schedule is in line with when most people are opening.  You can Find the Best Time to Send an Email using industry trends and best practices that have worked for other businesses.

Next steps: Once you find a time that works well, be consistent so your audience starts to expect your emails. You can even create the expectation right at the point when a new contact signs up. If you always send emails on Friday morning, let your subscribers know by telling them in person and in your online sign-up form.

How to use your data.

 On what device are people reading your email?

 You already know that more and more emails are now read on a mobile

• device. But these metrics also vary, depending on your audience.

 Visit the “Campaigns” tab to see how many people are opening your emails on desktop versus mobile. The stats are consistently updated to reflect the data from your last five email marketing campaigns.

Next steps: No matter what your exact distribution is, using a mobile-responsive template is key to ensuring your subscribers are getting the best experience.

How to use your data.

 How can you do better next time?

 As you start to dig deeper into your email analytics, it’s inevitable that you’ll find areas where you want to improve your data-driven marketing

• strategy. Below is a chart to help you identify some opportunities if you feel

stuck.

How to use your data.

 Two very common questions are: How can I improve my

• pen rate? And How can I improve my click-through

rate?

 To increase opens, find that best time to send and be consistent with your

• delivery. It’s also important to craft a compelling subject line so you’re

making a good first impression in the inbox and enticing people to open. Lastly, check in with your audience and make sure you’re sending them information they find valuable. Ask people in-person, or send an online survey, to better understand what they’re looking for.  Low click-through rates are usually an indicator that you need a stronger call-to-action. Tell your audience clearly what action you’d like them to take next — whether it’s to come into the store for an event, register for a webinar, donate, or shop online. Keep your information concise and make sure your message is clear no matter what device people are reading on.

Next steps: Improving your results is a learning process. Set clear benchmarks and work towards them. Your best bet is to stay focused and try to improve in one area at a time.

Step 6

Make Changes & Try It Again!

Find Today’s Info Online

www.VisitTableRockLake.com/EmailMarketing